Frito-Lay 'Seed to Shelf'

Transforming 50% of its portfolio to products made with all natural ingredients

PLANO, Texas -- Frito-Lay said that without compromising taste, approximately 50% of its product portfolio will soon be made with all natural ingredients, including three of its biggest brands, Lay's potato chips, Tostitos tortilla chips and SunChips multigrain snacks. The products made with all natural ingredients do not have any artificial or synthetic ingredients, and they do not contain any artificial flavors or artificial preservatives, or ingredients such as monosodium glutamate (MSG).

By the end of 2011, more than six dozen varieties of Frito-Lay products will be [image-nocss] made with all natural ingredients including all the flavors of Lay's potato chips, Tostitos tortilla chips, SunChips multigrain snacks, Baked! snacks and Rold Gold pretzels.

"We have insights that show consumers are seeking a wider range of products made with all natural ingredients. At Frito-Lay North America, we want to provide our customers with a broad portfolio of snack options that taste great and are made with real food ingredients," said Ann Mukherjee, senior vice president and chief marketing officer. "Many of the unflavored snacks in our portfolio are already made with all natural ingredients, and we've focused on expanding our portfolio of products with all natural ingredients to include more of consumers' favorite flavored products."

New products made with all natural ingredients are now becoming available at retailers nationwide with more products launching throughout 2011. The reformulated products will be easily identifiable in stores with a stamp on package that calls out that the product is made with all natural ingredients.

To support the transformation, Frito-Lay is undertaking the largest integrated marketing campaign in the history of the company, it said. The TV and print advertising campaign launches January 1 during the Tostitos Fiesta Bowl and includes a significant focus on digital and social mediums to connect with consumers.

In-store promotions will include partnering with top-tier retailers and media for cooperative advertising.

Frito-Lay is making an investment in emerging technology and marketing practices to support the program; embracing digital media in a way it never has before and using the scale of mass media to drive digital and social engagement. Most of the advertisements--and for the first time ever, packaging--will list branded Facebook pages. Frito-Lay will claim the broadest portfolio of consumer products that include a Facebook URL on packaging to date, according to the company.

"Throughout the campaign, Frito-Lay is highlighting our 'seed to shelf' story, which shows the care and pride that goes into every step to make our products, from the real ingredients that we use, to the real culinary arts and quality employee experts," said Mukherjee. "We are pulling back the curtain and inviting consumers to learn how our products are created, from our kitchen into theirs."

Plano, Texas-based Frito-Lay North America is the $13 billion convenient foods business unit of PepsiCo Inc., Purchase, N.Y. PepsiCo's main businesses are Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade.